McKinsey’s Consumer Packaged Goods and Retail Practices have served the Russian market since 1993, developing deep experience in implementing projects for both domestic and foreign companies in the sector. One area of focus has been helping to create new companies in the country and and developing strategies for established companies to enter the market. In Russia, McKinsey makes extensive use of the insights and expertise of its global Retail and Consumer Packaged Goods Practices, customizing them for the local context.
Our expertise spans a number of critical operational and functional areas:
- Developing new retail formats and channels (including Internet sales)
- Improving stores’ operational efficiency, including optimization of supply chains and assortment management
- Improving fast-moving-consumer-goods distribution efficiency: defining the distribution-network architecture, selecting distributors, developing an integrated proposition for clients and end consumers, and organizing the sales staff for efficient performance
- Optimizing brand portfolios
- Analyzing marketing cost efficiency (including below-the-line and digital marketing)
- Developing and managing post-acquisition asse- integration programs
- Supporting organizational transformations
- Conducting strategic diagnostics and due diligence
McKinsey’s Moscow office has more than 30 Russian-speaking consultants with deep knowledge of retail and consumer goods and extensive experience in the sector. We conduct proprietary research of the market and Russian consumers, and we use the results in our client work. Our research publications include “Lean Russia: Sustaining economic growth through improved productivity,” “The Russian digital consumer (iConsumer),” and “How half of the world shops,” which discusses our research on consumer behavior in developing countries.
Visit our global web site to learn more about our work in Retail and Consumer Packaged Goods.